Notwithstanding the negative sales trend in 2013, when the company had to instigate product recalls in the US for its brands Natura (in the first quarter) and Iams and Eukanuba (in the summer), the company achieved annual growth rates of 2% between 2008 and 2013, according to Euromonitor. This was more than in the home care field and no worse than in the beauty and personal care segment.

In the US, according to Shore, P&G remains a strong premium brand with a market share of 19% in 2012. It needs to gain ground in emerging markets such as Latin America and eastern Europe.